Events

01/22/2014

ibis pushes back the limits of the Sweet Bed by ibis™

Would you have the guts to sleep in an ibis bed in the middle of the Amazon rainforest? The brand has just come up with an off-the-wall digital experience… and broadcast it on an immersive website. Here’s more about the “ibis expedition: the Ultimate Sleep at the Devil’s mountain”!

Here is a challenge that Bear Grylls (Man vs. Wild) did not dare to tackle: a great night’s sleep in the middle of the Amazon rainforest! To prove that the Sweet Bed by ibis™ provides absolute comfort for everyone to see, the advertising team at ibis has come up with the supreme test: sleeping where nobody has ever ventured to spend a night before!

Adventurer Aaron Chervenak has taken on a mad challenge: to sink into the arms of slumber atop Mount Roraima, in Brazil. And ibis decided to bring web browsers an immersive website to follow the expedition featuring Aaron and the Sweet Bed by ibis™ 2,810 metershigh, on this mountain, for the most extreme “torture test” a bed has ever endured.

Total immersion in the adventure

The ibis expedition stars a shock team determined to prove that the Sweet Bed provides the ultimate comfort, even in one of the remotest—and most incongruous—spots on earth.

The selected spot, MountRoraima in Brazil, is renowned as one of the planet’s most hostile and hardest to reach. To take it on, Aaron and his sidekick Gareth teamed up with a professional crew comprising Joe Wiesenburger (a doctor), Hayley Edmonds (a producer) and Sylla Saint-Guily (her assistant). The website provides a genuine day-to-day documentary. The trek to the ultimate goal starts in Manaus, and is packed with twists, turns, pitfalls and surprises, which browsers can follow on the digital platform developed especially for this one-of-a-kind challenge.

An unprecedented digital experience

The HTML5 website in 11 languages brings this riveting experience to PCs, Macs and tablets. It is fun, intuitive and enables browsers to savor the quest and let them into insider-exclusive insights, when and as they please, with a wealth of navigation options.

The features and content for browsers to experience the adventure as if they were on it, throughout the expedition, include:

- Multi-camerafootage for browsers to choose their viewing angle, courtesy of GoPro- Aerial cameras - 360° views from the summit of Mount Roraima, which browsers can direct with their fingertips- Insider content throughout the adventure (interviews, curious scenes, and director’s cuts) - The five heroes’ Twitter and Instagram updates on the website The platform and all the emotion-packed extra content can be shared on social media (Twitter, Facebook, Google+). This entire platform has been designed for everyone to on-board the adventure.

“Take ibis where nobody was expecting it”

“The ibis network has 1,000 hotels in 58 countries today, and has made a promise to customers: ‘now, the best place to sleep is everywhere’! We wanted to show that—quirkily, in synch with our latest campaigns, and tangibly, to prove that the Sweet Bed by ibisTM really does provide absolute comfort. When we were thinking about this digital experience and putting it together, we wanted it to be bold, categorically up-to-the-minute, and to take ibis where nobody was expecting it,” explains Lara Faguais, who is in charge of Accor’s economy hotel business at the Media and Publicity Strategy department.

Will the Sweet Bed by ibisTM keep its promise? And will the adventurers enjoy a peaceful night’s sleep atop Mount Roraima?

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